Hasta La Motion!

Imaginary Forces directors Michelle Dougherty and Karin Fong deliver a visceral, mind-bending ‘feeling’ in the new :45 “Intensity” for Lexus out of DentsuBos, Toronto. Produced for the Canadian market, the spot artfully visualizes an exhilarated mindscape, stimulated by driving the muscular new Lexus IS.

Says Dougherty, “We wanted to affect viewers in a more visceral way than the more traditional approach—using images evoking power and energy, butwith an element of fun and the unexpected.” Adds Fong, “The idea was to play up the senses. We deliberately shot the car and a mix of elements to create an eclectic mix that together capture the excitement of driving this car.”

“Intensity” opens on an IS speeding down a highway, before jolting inside the mind’s eye of its contented driver. Rapid-fire images fill the frame, delivering a pulsating visualization of the exhilarating driving experience. The sensory journey pitches forward, reveling in speeds akin to the most agile mammals and the feeling of leather as soft as a feminine palm. The senses collide, launching the driver into a driving experience so vivid, it feels as though they are, “Driving In Every Sense.”

A Product of Imaginary Forces

Top entertainment studios, global brands and A-list agencies tap Imaginary Forces (IF) to find new ways to engage and inspire audiences. IF’s diverse talent pool of artists and creative professionals bring elite conceptual design solutions to projects in commercials, digital media, feature films and film marketing, television and architectural spaces.

Underlying each endeavor is their passionate belief that no project is too large, too small or too complex to benefit from beautiful and inventive design.

The innovative studio has garnered numerous advertising industry awards as well as multiple Emmy Awards including an Emmy for their iconic titles work on AMC’s smash drama series Mad Men.

Credits:

Client: Lexus Canada

Title: “Intensity,” :45/:30/:15

Airdate: Currently airing

Agency: DentsuBos, Toronto

Agency Producer: Dena Thompson

Agency Creative Director: Andrew Manson

Agency Art Directors: Steven Kim

Agency Copywriter: Greg Frier

Production Company: Imaginary Forces

Directors: Michelle Dougherty & Karin Fong

Executive Producer: Ben Apley

Producer: Keith Bryant

Designer: Rob Bolick

Animator: Mike Cahill, Kim Im, Eric Demeusy, Hunter Thompson

Illustrator: Pete McDonald

Editor: Danielle White

Inferno Artist: Rod Basham, Phil Man

Coordinator: Joseph Abou-Sakher, Ryan Speers

Storyboard Artist: Bernard Custodio, Vincent Lucido

Audio Mix: POP Sound, L.A.